Global University Systems

Vice President, Marketing

Global University Systems

full-time

Posted on:

Location Type: Hybrid

Location: Toronto • Canada

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Job Level

Lead

About the role

  • Own end-to-end marketing strategy aligned to institutional enrollment goals across all schools and programs in the US, Canada, and in targeted international markets
  • Translate enrollment targets into channel-level, market-level, and intake-level marketing plans
  • Work closely with marketing agency and GUS Global services to ensure marketing lead volume, qualified lead volume, and pacing align with enrollment goals, setting clear scopes of work, performance expectations, and outcome-based KPIs
  • Define success metrics tied to outcomes – applications, starts (metrics), cost per enrollment – in addition to lead volume
  • Ensure that all digital demand-generation efforts drive to the set targets and make adjustments as needed, focused on improving conversion rates and optimizing cost per lead, cost per application, and cost per start
  • Oversee paid search and paid social strategy, audience targeting and segmentation, creative testing and optimization, and website conversion optimization and landing page performance
  • Ensure strong integration between digital platforms, Salesforce CRM, and marketing automation and attribution tools
  • Own the marketing analytics framework that ensures monitoring end-to-end and ensure proactively identifying underperforming campaigns or markets, shifts in student demand or behavior, opportunities to reallocate spend for improved ROI
  • Own brand strategy, communications, and reputation management
  • Lead public relations strategy and crisis communications, in close collaboration with executive leadership
  • Ensure all marketing and promotional materials are maintained consistently and information is accurately reflected across all digital platforms, websites, social media, and communications
  • Partner with the VPs, Field Admissions (US, Canada, and International) to support recruitment efforts and adjust campaigns by region to yield best results
  • Use regional and geographic data to identify growth opportunities and risk areas
  • Stay up-to-date on market and industry relevant information as they relate to and impact medical and veterinary school student recruitment
  • Lead a high-impact internal marketing team by defining clear roles and responsibilities, setting priorities and expectations, and motivating to optimized productivity levels
  • Own the marketing operating budget and manage allocation of spend across channels and markets
  • Partner with Finance to evaluate budget, return, and forecast impact of marketing investments
  • Participate and support board and finance committee discussions

Requirements

  • 10 – 15+ years progressive marketing experience with increasing leadership responsibility
  • Senior marketing leadership experience developing and owning strategy and performance in a digital, performance-driven environment
  • Demonstrated success managing multi-million-dollar marketing spend with ROI accountability and enrollment outcomes
  • Extensive experience overseeing external agencies and vendors
  • Bachelor’s degree in marketing, business, or related field
  • Advanced degree preferred
Benefits
  • Health insurance
  • 401(k) matching
  • Flexible work hours
  • Paid time off
  • Remote work options
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
marketing strategydigital demand generationpaid search strategypaid social strategyaudience targetingconversion rate optimizationmarketing analyticsbudget managementKPI developmentperformance metrics
Soft Skills
leadershipcommunicationcollaborationstrategic thinkingteam managementproblem-solvingmotivationprioritizationadaptabilitycreativity